基于烟草品牌资产价值的企业流失顾客赢回管理研究
|
摘要
顾客作为构建企业核心竞争力的最宝贵资源,在企业生存、竞争和发展中起到了越来越重要的作用。现有研究成果发现：要赢回一个流失顾客比获得一个新的顾客可能性更高。顾客的流失会给企业带来重大的损失,顾客忠诚能够为企业带来各种直接和间接的效益,如何赢回流失的顾客并积极规避流失损失是现代企业亟需解决的重要问题之一。因此,企业流失顾客赢回管理已成为国内外客户关系管理研究的前沿问题。
尽管目前学术界已经认识到企业流失顾客赢回管理的重要性,并有不少文献对此进行了探讨,但目前尚未建立完整的理论体系,基于严谨理论框架展开的实证研究则更少。而且现有的文献中缺乏对于流失顾客赢回管理与企业品牌资产价值的研究,仅有对企业品牌资产价值的单一研究。因此,本文通过对国内外流失顾客赢回管理理论的梳理,借助品牌资产价值、流失顾客赢回管理、顾客生命周期、顾客价值、顾客满意度理论构建基于品牌资产价值的企业流失顾客赢回管理的模型及研究假设,并以云南红塔山卷烟品牌的实证研究对象,从不同视角对研究假设分别进行验证。
为了结合实践深入探讨流失顾客赢回策略与企业品牌资产价值的具体作用管理,本研究采用了不同的流失顾客赢回策略与企业品牌资产价值的不同要素进行直接影响关系的假设,在基于324份有效问卷调查及深度访谈的基础上,对上述研究假设分别进行了验证。实证分析结果显示,在提出的27个假设中,得到验证22个,未得到验证5个。研究结果显示,可以通过直接和间接两种方式对企业品牌资产价值进行影响：一种是通过流失顾客赢回策略、顾客生命周期对企业品牌资产价值直接作用,另一种是顾客价值、顾客关系价值、顾客终身价值等要素可以通过流失顾客赢回策略及信息传递策略、有形展示策略、人际沟通策略、服务补救策略对企业品牌资产价值进行间接影响,本研究主要做了以下几方面工作：
首先,目前国内外学术界在这方面的研究尚处于探索阶段,流失顾客赢回管理是客户关系管理领域一个重要的组成部分及崭新的研究领域,研究通过建立流失顾客赢回管理模型,丰富和完善了客户关系管理领域流失顾客赢回管理的研究。
其次,本研究通过梳理流失顾客赢回管理、品牌资产价值、顾客生命周期、顾客价值、顾客满意度理论,结合实证深入探讨流失顾客赢回策略与企业品牌资产价值的相互关系,从流失顾客赢回策略与企业品牌资产价值的不同要素进行直接影响关系的假设与验证研究,以及顾客生命周期不同阶段、顾客满意度及流失原因对企业品牌资产价值的关系的假设与验证研究,为流失顾客赢回管理研究开辟了新的思路。
第三,目前,我国学者流失顾客赢回管理的实证研究仅限于保险、酒店、电信等行业,本研究首先对卷烟领域进行了研究,并将云南烟草红塔山卷烟品牌作为实证研究对象。基于本文的实证研究结果,可以为烟草企业实施科学的营销策略提供理论依据,同时也可以为其它行业研究流失顾客赢回管理提供借鉴。
第四,研究发现,企业实施信息传递策略对其品牌定位、品牌忠诚度、品牌认知度、品牌联想的提升具有正向直接影响作用；企业实施有形展示策略对其品牌定位、品牌忠诚度、品牌联想的提升具有正向直接影响作用；企业实施人际沟通策略对其品牌定位、品牌忠诚度、品牌认知度的提升具有正向直接影响作用；企业实施服务补救策略对其品牌忠诚度、品牌认知度、品牌联想的提升具有正向直接影响作用。
最后,研究发现,流失顾客在形成期、稳定期、衰退期对企业品牌资产价值具有显著正向作用；企业实施有效的信息传递策略可以重新赢得流失顾客对企业的信任,同时间接影响企业品牌资产价值；顾客满意度对企业品牌资产价值的影响作用受到其流失赢回策略的调节,且随着企业营销中心良好的运营模式的发展,顾客满意度对企业品牌资产价值的影响越弱。
As the most precious resources of building enterprise core competitive ability, customers play a more and more important role in the enterprise survival, competition and development. Existing research results found that to win back a loss of customers were more likely than to get a new customer. The loss of customers will bring great losses, while the customers'loyalty can bring a variety of direct and indirect benefits for the enterprise. How to win back the lost customers and actively avoid loss damage is an important problem that the modern enterprise needs to be solved. Therefore, the research of the strategy of winning back the loss of customers at home and abroad has been the forefront problem of customer relationship management.
At present, although the academic circles have realized the importance of the win back management of the loss customers and there has quite a few literatures discussed the topics, it has not set up complete theoretical system, and the empirical research based on rigorous theoretical framework is less. What's more, the existing literatures lack of the research between the win-back lost customers management and the, while only made a single study on the enterprise brand asset's value. Therefore, this article through combing the theory of customers to winning back management at home and abroad at prophase, and with the help of theories such as customers to win back, customer life cycle management, customer value, and customer satisfaction, we construct the customers to win back model based on the brand assets value of the enterprise and the research hypothesis. At last, we take Yunnan hongta cigarette brand for the empirical research object, and verify the above assumptions from the different angle respectively.
In order to exploring the specific mechanism of the loss based on our practice win back customers strategy and enterprise brand assets value, this study adopt different customers to win back strategies and different elements of enterprise brand assets value to hypothesis the directly affections. Based on the324valid questionnaires and interviews, we check out the hypotheses above. In the27hypothesis above,22is tested,5is not verified. According to the results, the enterprise brand value of the asset can be functioned by directly and indirectly role ways:one is through the loss of customers to win back strategy, customer life cycle value of enterprise brand assets directly, the other is a customer value, customer relationship value, customer lifetime value elements such as by customers to win strategy and information strategy, visible demonstration strategy, communication strategy, service recovery strategy indirectly affect the value of enterprise brand assets, at the same time, the place of the main conclusions are as follows:
First of all, the academic circles at home and abroad in this research is still in the exploratory stage, win back lost customers management is an important part in customer relationship management and a new research field. This research systematically, scientific and more fully establishes customers to win back mechanism model and enrich and improve the customer relationship management (CRM) customers to win back to management in the field of research.
Second, this study by analyzing customers to win back, customer life cycle management, customer value, customer satisfaction theory, combined with the empirical studied customers to win back strategy and enterprise brand assets value of the specific mechanism of action, respectively from different customers to win back strategy with different elements of enterprise brand assets value directly affect the relationship between hypothesis and verification, customer life cycle stages, customer satisfaction and the drain causes hypothesis on the relationship between the enterprise brand value of the asset and verification, for customers to win back management research has opened up a new train of thought.
Third, this study combined with Yunnan hongta tobacco cigarette brands as the empirical object for empirical research. Loss to win back customers management at present, the scholars of empirical research is limited to insurance, hotels, telecommunications and other industries, for the loss of tobacco empirical win back customers management first, based on the empirical research results, this paper can provide theoretical basis for tobacco enterprises to implement effective marketing strategies, at the same time, this can also provide reference value for other industry researched customers to win back management.
Fourth, the information transfer strategy implied by enterprises has a positive direct effect to its brand positioning, brand loyalty, brand awareness, brand association; the physical display strategy has a positive direct effect to its brand positioning, brand loyalty, brand association; the communication strategy has a positive direct effect to its brand positioning, brand loyalty, brand awareness; service recovery strategy has a positive direct effect to its brand loyalty, brand awareness, brand association.
Finally, the loss of customers has significant positive effect in the formation, stabilization, decline of enterprise brand assets value; Implying effective information transmission strategy can regain lost the trust of the customer to the enterprise and indirectly affect the enterprise brand value of the asset; Impact of customer satisfaction to the enterprise brand value of the asset by its loss win strategy adjustment, and with the development of the enterprise marketing center's well operation, the effect of the customer satisfaction to enterprise brand assets value will become weaker.
尽管目前学术界已经认识到企业流失顾客赢回管理的重要性,并有不少文献对此进行了探讨,但目前尚未建立完整的理论体系,基于严谨理论框架展开的实证研究则更少。而且现有的文献中缺乏对于流失顾客赢回管理与企业品牌资产价值的研究,仅有对企业品牌资产价值的单一研究。因此,本文通过对国内外流失顾客赢回管理理论的梳理,借助品牌资产价值、流失顾客赢回管理、顾客生命周期、顾客价值、顾客满意度理论构建基于品牌资产价值的企业流失顾客赢回管理的模型及研究假设,并以云南红塔山卷烟品牌的实证研究对象,从不同视角对研究假设分别进行验证。
为了结合实践深入探讨流失顾客赢回策略与企业品牌资产价值的具体作用管理,本研究采用了不同的流失顾客赢回策略与企业品牌资产价值的不同要素进行直接影响关系的假设,在基于324份有效问卷调查及深度访谈的基础上,对上述研究假设分别进行了验证。实证分析结果显示,在提出的27个假设中,得到验证22个,未得到验证5个。研究结果显示,可以通过直接和间接两种方式对企业品牌资产价值进行影响：一种是通过流失顾客赢回策略、顾客生命周期对企业品牌资产价值直接作用,另一种是顾客价值、顾客关系价值、顾客终身价值等要素可以通过流失顾客赢回策略及信息传递策略、有形展示策略、人际沟通策略、服务补救策略对企业品牌资产价值进行间接影响,本研究主要做了以下几方面工作：
首先,目前国内外学术界在这方面的研究尚处于探索阶段,流失顾客赢回管理是客户关系管理领域一个重要的组成部分及崭新的研究领域,研究通过建立流失顾客赢回管理模型,丰富和完善了客户关系管理领域流失顾客赢回管理的研究。
其次,本研究通过梳理流失顾客赢回管理、品牌资产价值、顾客生命周期、顾客价值、顾客满意度理论,结合实证深入探讨流失顾客赢回策略与企业品牌资产价值的相互关系,从流失顾客赢回策略与企业品牌资产价值的不同要素进行直接影响关系的假设与验证研究,以及顾客生命周期不同阶段、顾客满意度及流失原因对企业品牌资产价值的关系的假设与验证研究,为流失顾客赢回管理研究开辟了新的思路。
第三,目前,我国学者流失顾客赢回管理的实证研究仅限于保险、酒店、电信等行业,本研究首先对卷烟领域进行了研究,并将云南烟草红塔山卷烟品牌作为实证研究对象。基于本文的实证研究结果,可以为烟草企业实施科学的营销策略提供理论依据,同时也可以为其它行业研究流失顾客赢回管理提供借鉴。
第四,研究发现,企业实施信息传递策略对其品牌定位、品牌忠诚度、品牌认知度、品牌联想的提升具有正向直接影响作用；企业实施有形展示策略对其品牌定位、品牌忠诚度、品牌联想的提升具有正向直接影响作用；企业实施人际沟通策略对其品牌定位、品牌忠诚度、品牌认知度的提升具有正向直接影响作用；企业实施服务补救策略对其品牌忠诚度、品牌认知度、品牌联想的提升具有正向直接影响作用。
最后,研究发现,流失顾客在形成期、稳定期、衰退期对企业品牌资产价值具有显著正向作用；企业实施有效的信息传递策略可以重新赢得流失顾客对企业的信任,同时间接影响企业品牌资产价值；顾客满意度对企业品牌资产价值的影响作用受到其流失赢回策略的调节,且随着企业营销中心良好的运营模式的发展,顾客满意度对企业品牌资产价值的影响越弱。
As the most precious resources of building enterprise core competitive ability, customers play a more and more important role in the enterprise survival, competition and development. Existing research results found that to win back a loss of customers were more likely than to get a new customer. The loss of customers will bring great losses, while the customers'loyalty can bring a variety of direct and indirect benefits for the enterprise. How to win back the lost customers and actively avoid loss damage is an important problem that the modern enterprise needs to be solved. Therefore, the research of the strategy of winning back the loss of customers at home and abroad has been the forefront problem of customer relationship management.
At present, although the academic circles have realized the importance of the win back management of the loss customers and there has quite a few literatures discussed the topics, it has not set up complete theoretical system, and the empirical research based on rigorous theoretical framework is less. What's more, the existing literatures lack of the research between the win-back lost customers management and the, while only made a single study on the enterprise brand asset's value. Therefore, this article through combing the theory of customers to winning back management at home and abroad at prophase, and with the help of theories such as customers to win back, customer life cycle management, customer value, and customer satisfaction, we construct the customers to win back model based on the brand assets value of the enterprise and the research hypothesis. At last, we take Yunnan hongta cigarette brand for the empirical research object, and verify the above assumptions from the different angle respectively.
In order to exploring the specific mechanism of the loss based on our practice win back customers strategy and enterprise brand assets value, this study adopt different customers to win back strategies and different elements of enterprise brand assets value to hypothesis the directly affections. Based on the324valid questionnaires and interviews, we check out the hypotheses above. In the27hypothesis above,22is tested,5is not verified. According to the results, the enterprise brand value of the asset can be functioned by directly and indirectly role ways:one is through the loss of customers to win back strategy, customer life cycle value of enterprise brand assets directly, the other is a customer value, customer relationship value, customer lifetime value elements such as by customers to win strategy and information strategy, visible demonstration strategy, communication strategy, service recovery strategy indirectly affect the value of enterprise brand assets, at the same time, the place of the main conclusions are as follows:
First of all, the academic circles at home and abroad in this research is still in the exploratory stage, win back lost customers management is an important part in customer relationship management and a new research field. This research systematically, scientific and more fully establishes customers to win back mechanism model and enrich and improve the customer relationship management (CRM) customers to win back to management in the field of research.
Second, this study by analyzing customers to win back, customer life cycle management, customer value, customer satisfaction theory, combined with the empirical studied customers to win back strategy and enterprise brand assets value of the specific mechanism of action, respectively from different customers to win back strategy with different elements of enterprise brand assets value directly affect the relationship between hypothesis and verification, customer life cycle stages, customer satisfaction and the drain causes hypothesis on the relationship between the enterprise brand value of the asset and verification, for customers to win back management research has opened up a new train of thought.
Third, this study combined with Yunnan hongta tobacco cigarette brands as the empirical object for empirical research. Loss to win back customers management at present, the scholars of empirical research is limited to insurance, hotels, telecommunications and other industries, for the loss of tobacco empirical win back customers management first, based on the empirical research results, this paper can provide theoretical basis for tobacco enterprises to implement effective marketing strategies, at the same time, this can also provide reference value for other industry researched customers to win back management.
Fourth, the information transfer strategy implied by enterprises has a positive direct effect to its brand positioning, brand loyalty, brand awareness, brand association; the physical display strategy has a positive direct effect to its brand positioning, brand loyalty, brand association; the communication strategy has a positive direct effect to its brand positioning, brand loyalty, brand awareness; service recovery strategy has a positive direct effect to its brand loyalty, brand awareness, brand association.
Finally, the loss of customers has significant positive effect in the formation, stabilization, decline of enterprise brand assets value; Implying effective information transmission strategy can regain lost the trust of the customer to the enterprise and indirectly affect the enterprise brand value of the asset; Impact of customer satisfaction to the enterprise brand value of the asset by its loss win strategy adjustment, and with the development of the enterprise marketing center's well operation, the effect of the customer satisfaction to enterprise brand assets value will become weaker.
引文
① Drucker. Brand equity of defectors and never boughts in a business financial market[J]. Industrial Marketing Management,1998,14(6):29-38.
② Richins ML. Negative word-of-mouth by dissatisfied consumers[J]. Journal of Marketing 1999,47(12):68-78.
① Frederick Reichheld顾客忠诚度影响[M].北京：经济科学出版社,2003.
① 部分内容参考唐小飞(2007)和徐青伟(2008)。
① 本小节针对信度和效度方法进行了简要说明,具体详见4.5.3
② 转引自：杨志蓉(2006)
③ 转引自：徐伟青(2008)
④ 转引自：严浩仁(2004)
⑤ 具体见4.6.4
① 表中单价为消费卷烟的单价,下同
② Ba为标准化Beta系数；Tb为对应t统计量；***表示P<0.001；**表示P<0.05；*表示P<0.1,下同
[1]Jill Griffin.如何赢回顾客[M].北京：清华大学出版社,2006：1-60.
[2]Bruce Cooil. Atudinal analysis of customer satisfaction and share of wallet[J]. Journal of marketing,2007,71(1):12-19.
[3]Blattberg. Manage marketing by the customer equity test[J].Harvard business review, 1996,12(5):145-156.
[4]Frederick Reichheld顾客忠诚度影响[M].北京：经济科学出版社,2003：10-31.
[5]Tzokas N, Sarcn M. Building relationship platforms in consumer markets:A value chain approach. Journal of Strategic Marketing[J].1997,5(2),105-120.
[6]天宇.如何赢得顾客的心[M].北京：中国致公出版社,2008：144-154.
[7]管政.中国企业CRM实施[M].北京：人民邮电出版社,2003：185-197.
[8]李克.中国企业：如何踏上领先之路红塔集团从“中国经典”到“世界领先”[J].公司战略,2003,14(2)：28-30.
[9]王素娟.红塔集团高举创新大旗只攀最高峰[J].烟草学报,2011,15(7)：35-39.
[10]Grigoroudis. Siskos:Perference disaggrcgation for measuring and analysing customer satisfaction[J]. The MUSA method,2001,12(10):60-62.
[11]Woodruff. Customer value:The next soul's for competitive advantage[J]. Journal of the Academy of Marketing Science,1997,25(2):139-153.
[12]Lowenstein. Customer winback:how to recapture lost customers-and keep them loyal[J]. Journal of marketing,2005,23(3):119-132.
[13]Thomas. Analyzing the role of customer-base differences in developing customer relationship management strategies[J]. The journal of American academy of business,2005,9(7):132-145.
[14]唐小飞.顾客关系赢回策略对顾客行为和企业绩效影响的理论与实证研究[D].成都：西南交通大学,2005.
[15]徐伟青.基于感知转会价值的流失顾客赢回管理研究[D].杭州：浙江大学,2008.
[16]陈薇.销售管理中的顾客赢回[J].企业家天地,2009,2(8)：251-252.
[17]Reichheld. Learning from customer defections[J]. Harvard business review,2001,74(3):56-69.
[18]唐小飞,周庭锐,陈淑青.赢回策略对消费者行为影响的内在机理剖析[J].预测,2007,26(2)：14-19.
[19]Wikstrom S. Value creation by company-comumer interaction[J]. Journal of Marketing Management,1996,3(12),359-374.
[20]Hu, Jha. G Application of data mining techniques for improving customer services [J]. International Journal ofComputer Applications in Technology,2001,14(3),64-77.
[21]布赖恩.什么是顾客关系管理[M].北京：电子工业出版社,2003(4)：29-44.
[22]Vikas Mittal. Attribute Performance and Customer Satisfaction Over time. Evidence from Two Field Studies[J]. Journal of Services Marketing,2001,15(5),43-56.
[23]Ravald A, Gronroos C. The value concept and relationship marketing[J]. European Journal of Marketing,1996,30(2),19-30.
[24]唐小飞,贾建民,周庭锐.中国市场关系投资价值实证研究[J].营销科学学报,2006,2(4)：96-107.
[25]步勇.基于数据挖掘的电子商务环境下的顾客流失分析[D].哈尔滨：哈尔滨工业大学, 2007.
[26]普华永道.Managing Brand Equity:Capitalizing on the value of a brand name[J]. International Management Accounting Study,2001,10(2):23-31.
[27]Gardner. Customer Equity Drivers and Future Sales[J]. Journal of Marketing,1975,8(3): 27-32.
[28]DavidAmold. Customer Equity:an integral part of financial reporting[J]. Business Horizons,1990,3(1):57-63.
[29]Gronstedt. Driving Customer Equity:how customer lifetime value is reshaping corporate stratehy. Journal of Southeast University,1997,23(9):35-38.
[30]Alexander. Measuring and maximizing customer equity:a critical analysis[J]. Journal of Marketing Research,1993,3(7):7-18.
[31]范秀成.顾客资产经营的动因和思路[J].经济管理,2000,7(2)：30-33.
[32]苏勇.顾客资产价值的构成与测量[J].企业管理.2003,5(2)：13-17.
[33]王新新.品牌价值理论研究[D].武汉：武汉大学,2000.
[34]苏晓东.基于消费者态度的品牌资产评估方法构建[J].现代企业,2002,5(3)：18-23.
[35]韩志锋.品牌发展和品牌价值评估研究[D].上海：同济大学,2001.
[36]陈伟航.企业品牌提升的价值与策略[J].中国商贸,2004,15(4)：68-70.
[37]Donkcrs. Predicting customer potential value an application in the insurance industry[J]. Decision Support System,2001,11(32):189-199.
[38]霍亚楼.顾客关系管理[M].北京：对外经济贸易大学出版社,2009.
[39]邳艳春,胡建军,杨文忠.顾客管理一本全[M].南宁：广西人民出版社,2009.
[40]Mendoza. Critical Success factors for a customer relationship[J]. Management Strategy,2006, 4(12),23-25
[41]Ford. The impact of dependence on the assessment of customer lifetime value in buyer-seller Relationships[J]. Journal of marketing management,2006,5(22):89-109.
[42]Walkman, Salmon. Understanding the customer base of service providers:an examination of the differences between switchers and stayers[J]. Journal of marketing,2000,64(7):65-87.
[43]Dwyer. On the profitability of long lifetime customers:an empirical investigation and implications for marketing[J]. Journal of marketing,2000,64(10):17-35.
[44]Wayland. Value the real option of abandoning unprofitable customers when calculating customer lifetime Value[J]. Journal of Marketing,2006,70(7):45-66.
[45]Dawn. Understanding Success and failure in customer relationship management[J]. Industrial Marketing Management,1997,5(9):25-27.
[46]Berger. An Analysis of Vendor Selection Systems and Decisions[J]. Journal of Purchasing, 1998,12(1),5-17
[47]Blattberg. The Supplier selection decision in strategic partnership[J]. Journal of Purchasing and Materials Management,2001,26(4):8-14.
[48]Blattberg. Customer relationship management:a strategic imperative in the world of business[J]. Journal of personal selling and sales management,2000(6):26-39.
[49]陈明亮.顾客忠诚与顾客关系生命周期[J].管理工程学报,2003,17(2)：90-93.
[50]王国庆.面向顾客生命周期的顾客关系管理模型[J].信息与控制,2003,32(2)：160-164.
[51]史雁军.个性化顾客营销的四大核心策略[J].创新科技,2006,10(1)：46-48.
[52]Benton. Vendor selection criteria and methods[J]. European journal of Operational Research, 2001,25(4):9-11.
[53]Ravald. The value concept and relationship marketing[J]. European Journal of Marketing,2003, 8(29),61-62.
[54]Tim Coltman. Why build a customer relationship management capability[J].Journal of Strategic Information Systems,2007,12(2):301-320.
[55]邓长寿.基于企业顾客互动价值的顾客关系研究[D].天津：天津大学,2006.
[56]Kotler. Data Mining and CRM:zeroing in on your best customers[J]. Dm Direct.1999,3 (12): 1-7.
[57]菲利普·科特勒.营销管理[M].北京：中国人民大学出版社,2005.
[58]Peter. Understanding success and failure in customer relationship management[J]. Journal of Strategic Information Systems,2007,12(2):200-205.
[59]Woodruff. Critical Success factors for a customer relationship[J]. Management Strategy,1997, 4(12):23-25.
[60]Woodruff. Eflections on Relationship Marketing in Consumer Markets[J]. Journal of the Academy of Marketing Science,1997,23(4):172-179.
[61]王海洲.顾客资源价值与管理[J].IT经理世界,2004,16(8)：25-29.
[62]Burgess. Understanding success and failure in customer relationship management[J]. Journal of Strategic Information Systems,2007,12(2):200-205.
[63]Michael Haenlein. Value the real option of abandoning unprofitable customers when calculating customer lifetime Value[J]. Journal of Marketing,2006,70(7):45-66.
[64]Konstan. E-commerce recommendation applications[J]. Data Mining and Knowledge Discovery,2001,5(2):115-123.
[65]Helmet. CRM-systems as technology enabler for customer-oriented knowledge management J]. Management of Engineering and Technology,2001,9(5):74-78.
[66]Pearson. Customer switch patterns in competitive and noncompetitive service industries[J]. Journal of service research,2003,3(8):17-28.
[67]Courtheoux. Service management and marketing:strategy on the customer relationship[J]. Electronic industry press,2002,6(2):35-54.
[68]Ravald,Grouros. The importance of focus for generating customer value[J]. Journal of financial services marketing,1996,11(1):64-71.
[69]Hoekstra,Huizingh. Corridors of influence in the dissemination of customer-oriented strategy to customer contact service employees[J]. Journal of marketing,1999,64(4):35-50.
[70]Jain, Singh. Relationship quality in services selling[J]. Journal of marketing,1987,51(4):8-17.
[71]Kotler. The asian apocalypse:Crisis marketing for consumers and businesses[J]. European management journal,2003,18(2):129-142.
[72]陈明亮.顾客生命周期利润变化趋势分析与应用研究[D].杭州：浙江大学,2004.
[73]Choratas. CRM, supply chain management, and smart materials[J]. International Journal of Service Industry Management,2001,3(23):97-99.
[74]申跃.基于满意的顾客抱怨模型研究[D].北京：清华大学,2005.
[75]Romano. Customer relationship management in formation system research[J]. International Journal of Service Industry Management,2000,3(2):34-36.
[76]Burgbard. Customer relationship management. MCO catalyst [J]. Gartner Advisory,2000,2(1): 23-24.
[77]陈太博.基于战略视角的制造柔性及其与顾客满意度的关系研究[D].吉林：吉林大学,2010.
[78]余力,吴丽花.顾客关系管理顾客关系[M].北京：中国人民大学出版社,2009.
[79]Johnson. The evolution and future of national customer satisfaction index models [J]. Journal of Economic Psychology.2003,5(3):35-46.
[80]Johnson. Accelerating customer relationships:using CRM and relationship technologies [J]. International Journal of Man-Machine Studies,2000,27(3):221-234.
[81]Thomas. The art of the win-back[J]. Sales marketing management,2005,57(4):30-34.
[82]Stauss, Friege. Regaining service customer[J]. Journal of service research,2005,1(4):47-61.
[83]Xevelonakis. Developing retention strategies bases on customers profitability in telecommunications:an empirical study[J]. Journal of database marketing science,2003,31(3): 29-40.
[84]Tokman. The WOW factor:creating value through win-back offers to reacquire lost customer[J]. Journal of retailing,2007,83(1):47-64.
[85]Homburg. Recapturing lost customers[J]. Marketing research,2007,4(2):131-145.
[86]Kathleen Cholewka. CRM:The failures are your fault[J]. Sales and Marketing Management, 2002,4(1):23-26.
[87]Helfert, Herrmans. Customer regain management in e-business potential customers and repeat customers[J]. Journal of the academy of marketing science,2004,32(3):234-250.
[88]林明.赢回流失顾客的黄金法则[J].企业管理,2006,4(7)：46-48.
[89]唐小飞,周庭锐,陈淑青.厂商赢回策略对厂商绩效的影响[J].统计与决策,2007,2(5)：156-158.
[90]刘勇.中国电信业流失顾客赢回策略研究[D].武汉：华中科技大学,2007.
[91]陈薇.销售管理中的顾客赢回[J].企业家天地,2009,4(8)：251-252.
[92]Helfert,Herrmann. Customer regain management in e-business:processes and measures [J]. Proceedings of the Confreence,2003,5(3):97-110.
[93]Hoyer. On the number of lost customers in stationary loss systems in the light traffic case [J]. Journal of the academy of marketing science,2001,3(8):25-47.
[94]唐小飞,狄强,郭洪.赢回策略对顾客忠诚行为影响的比较研究[J].科研管理,2009,30(6)：83-90.
[95]Kathleen. Critical Success factors for a customer relationship[J]. Strategic Planning,2001,1(2): 3-4
[96]Reichheld. Customer relationship management [J]. International Journal of Man-Machine Studies,1998,27(3):221-234.
[97]Prahalad,Gary Hamel. Analysis of the relationships among service quality customer satisfaction and customer value[J]. wuhan university of Technology(social Science Edition),1999,5(6): 79-87.
[98]Davison. Dimensions of Brand Personality [J]. Journal of Marketing Research,1997,7(3):47-56.
[99]杨丽平.品牌与工业品竞争力[J].经济导刊,2005,8(6)：21-26.
[100]David A.Aaker.战略市场管理[M].北京：中国人民大学出版社,2005..
[101]Keller.战略品牌管理[M].北京：中国人民大学出版社,2006.
[102]徐鹏.消费者认知的品牌定位模式研究[D].天津：南开大学,2009.
[103]Aaker. The Managerial Challenge of Brand Diversity[J].The Journal of Brand Management, 1993,24(3):30-39.
[104]Huddleston. A customer lifetime value framework for customer selection and resource allocation strategy[J]. Journal of Marketing,1998,68(3):16-19.
[105]Keller. Consumer Evaluation of Brand Extension[J]. Journal of Marketing,1998,13(5):35-50.
[106]Dick, Basu. Dimensions of Brand Personality[J]. Journal of Marketing Research,1999,6(3): 47-56.
[107]Yoo, Donth. Customer Portfolio Management:Toward a Dynamic Theory of Exchange Relationship[J]. Journal of Marketing,2000,3(68):36-47.
[108]袁登华.服务企业的顾客忠诚度研究[J].南开管理评论,2004,14(6)：21-26.
[109]杨晓东.顾客忠诚的理论探讨及实证研究[D].沈阳：东北大学,2006.
[110]Hoyer, Brown. Development of a recommender system based on navigational and behaviora customers in e-commerce sites[J]. Expert System the Applications,1990,3(28):381-393.
[111]Keller. Customer Swiching Patterns in Competitive and Non-competitive Service Industries[J]. Journal of Service Research,1993,6(3):56-71.
[112]Laurent. Customer Knowledge Development:Antecedents and Impact on New Product Performance[J]. Journal of Marketing,1995,7(68):47-59.
[113]柳传志.国内外企业品牌知名度实证研究评述[J].商业研究,2011,6(3)：43-47.
[114]Kahneman. Consumer perception of price, quality and value, A means-end model and synthesis of evidence[J]. Journal of Marketing,2002,5(2):20-22.
[115]苏小东.基于层次分析法的品牌竞争力综合评价研究[J].科技进步与对策,2002(12)：140-142.
[116]马鸿飞,崔文丹.基于顾客忠诚的品牌竞争力评价分析[J].当代财经,2006,13(1)：74-77.
[117]张俊TOPSIS法在市场品牌竞争力中的研究[J].广东职业财经学院学,2007,8(4)：83-88.
[118]Dean. The relationship marketing process:communication, interaction, dialogue, value[J]. Journal of Business & Industrial Marketing,2003,11(2):19-25.
[119]王齐国.灰色系统理论在品牌竞争力评价中的应用[J].中国科技论文在线,2007,9(4)：1-7.
[120]杨元庆.品牌与工业品竞争力[J].经济导刊,2006,14(5)：21-26.
[121]唐小飞,贾建民,周庭锐.关系投资和价格促销的价值比较研究[J].管理世界,2007,64(6)：73-78.
[122]Rathmall. A cognitive model of the antecedents and consequences of satisfaction decisions[J]. Journal of Marketing research,1974,17(4):62-64.
[123]钱红.企业服务营销的综合评价—以合肥市13家上市公司为例[J].商情,1997,27(3)：133-137.
[124]徐伟青.基于感知转会价值的流失顾客赢回管理研究[D].杭州：浙江大学,2008
[125]Dwyer. Service satisfaction:An exploratory invest Migration often models[J]. Advances in consumer research,2005,18(1):23-30.
[126]Zeithaml. Measuring service quality:A reexamination and extension [J]. Journal of Marketing, 2006,56(7):55-68.
[127]Tseng. Agent based on line analytical mining in CRM system [J]. Proceedings of EEE Networking, Sensing and Control,2007,2(3):169-173.
[128]Kerin. Design and Implementation of CRM Component based on Multiage Active Media Technology[J]. Proceedings of the 2005 International Conference,1992,2(5):152-155.
[129]Shostack. Seeking Customers[M]. Harvard Business School Press,1998,3(23):137-151.
[130]Lerner. Exploring the Phenomenon of Customers Desired Value Chang in a Business-to-Business Context[J]. Journal of Marketing,2002,66(12):102-117.
[131]杜威.建立“卷烟品牌服务体验店”可行吗?—行业新形势下烟草工商协同营销新形式探究,http://www. tobaccochina.com/management/market/stratagem/20112/20112138404_448849. shtml
[132]Bochner. Linking Customer Management Effort to Customer Profitability in Business Markets[J]. Journal of Marketing Research,1989,3(7):33-47.
[133]Wilson. Does customer portfolio analysis relate to customer performance An empirical analysis of alternative strategic perspective[J]. Journal of Business & Industrial Marketing,2001,19(1): 49-57.
[134]Helfert. Using Data Mining Methods to Build Customer Profiles [J]. Journal of Purchasing and Materials Management,2003,3(2):74-82.
[135]Andraesen. Customer Relationship Management Electronic Customer Care in the New Economy [J]. The Journal of Consumer Marketing,1987,12(1):5-17.
[136]Smith. Brown Strategic Customer Care [J]. Journal of Marketing,1999,3(24):89-92.
[137]Hoffman. Critical Success factors for a customer relationship[J]. Customers CRM Application, 1995,3(6):15-18.
[138]P.D.Mueller. The CRM Handbook:A Business Guide to Customer[J]. Relationship Management Addison-Wesley,2003,3(26):66-68.
[139]孙力,段宁东.中国卷烟品牌综合经济竞争力评价系统方法解析[J].烟草科技,2009,14(3)：53-58
[140]国家烟草专卖局.卷烟产品的消费者吸味测试[R].
[141]石学敏.30位院士联名抵制烟草技术参评科技奖全文.http://news.ifeng.com/mainland/detail_2012_04/11/13792289_0.shtml.
[142]Sidney, Burleigh. Secrets of Customer Relationship Management:It's All About How Make Them Feel[J]. McgRraw-Hin Education,1995,6(4):63-81.
[143]Kotler. CRM:What is it All about?[J]. Prentice Hall,1994,8(3):87-90.
[144]Wulf. Craig Simmons:The Marketing Customer Interface[J]. Journal of Strategic Marketing, 2001,10(4):56-58.
[145]Lovelock. Exploiting CRM Connecting With Customers Holder Stoughton Limited[J]. Journal of Business Research,2005,6(4):53-61.
[146]陈祝平.服务补救及其评价体系分析[J].南开管理评论,2001,2(1)：43-48.
[147]郭国庆.基于顾客感知价值的服务企业竞争力探析[J].南开管理评论,2004,2(6)：26-32.
[148]John Naisbitt. Customer value in business markets[J]. Industrial Marketing Management,1993, 6(14):56-58.
[149]Wilson. How Integrated your CRM?[J]. Strategy Business Marketing Association,1997,8(62): 94-99.
[150]Berry. Building Relationship Platforms in Consumer Markets:A value China Approach [J]. Journal of Strategic Marketing,1999,6(2):105-108.
[151]Stauss. Why CRM implementations fail and what to do about it [J]. Scribe Software Corporation,2000,6(4):53-56.
[152]Helfert. An Experimental Study of Consumer Effort[J]. Journal of Marketing Research,2004, 2(3):44-49.
[153]徐伟青.基于感知转会价值的流失顾客赢回管理研究[D].杭州：浙江大学,2008.
[154]王勇贵.服务营销：传统营销理论的新发展[J].商业经济与管理,2003,3(11)：56-60.
[155]Bitner. Relation of Consumers'Buying Habits to Marketing Methods [J]. Harvard Business Review,2004,41(2):82-89.
[156]Kotler. Services Management and Marketing:A Customer Relationship Management Approach [J]. Journal of Strategic Marketing,2004,6(9):56-70.
[157]谭小芳.成功服务补救的“五步骤”模型[J].华东经济管理,2009,19(4)：21-24.
[158]王艳艳,吴耀华.基于模糊贴近度理论的卷烟生命周期诊断模型的应用研究[J].物流技术.2009,3(28)：97-99.
[159]Hanssens. Making relationship marketing operational[J]. International Journal of Service,2005, 5(5):5-20.
[160]Gupta. A Trilogy of Marketing Relationships[J]. European Journal of Marketing,2006,35(12),: 182-193.
[161]Moore. Factor for Success in Customer Relationship Management System[J]. Journal of marketing Management,2003,18(3):93-101.
[162]Bateson. Relationship Marketing in the Era of Network Competition[J]. Marketing Management,2006,3(1):19-29.
[163]Chernatony. Toward defining relationship marketing [J]. Second Research Conference on Relationship Marketing,2001,8(2):91-96.
[164]钱慧.以客户终身价值最大化为准则的流失顾客赢回模型研究[J].企业活力,2005,2(9)：24-26.
[165]Zellner. Relationship Marketing:Theory Methods, and Application [J]. Journal of Purchasing and Materials Management,2003,6(14):56-58.
[166]Tseng. Build Customer Relationships That Last[J]. Harvard Business Review,2007,66(7): 94-101.
[167]Kotler. Customer Relationship Management to increase profits[J]. Journal of Marketing Management,2004,3(2):35-37.
[168]朱佳.顾客价值构成视角下服务业有形展示策略探讨[J].商业时代,2012,1(14)：131-133.
[169]李永虎.济宁通讯宽带数据业务营销策略研究[D].济南：山东大学,2004
[170]Jackson. The commitment-trust theory of relationship marketing[J]. Journal of Marketing,1995, 58(3):20-28.
[171]Group. Electronic Commerce Customer Relationship[J]. Journal of Strategic Marketing,2003, 5(4):61-63.
[172]Courtheaux. Management:An Assessment of Research[J]. Journal of Electronic Commerce, 1986,6(2):66-73.
[173]Lehmann. Advances in Relationship Marketing[J]. Journal of Purchasing and Materials Management,2001,6(4):63-81.
[174]Jill Griffin. The critical Success factors of customer relationship management technological initiatives[J]. Journal of Purchasing and Materials Management,2006,3(24):53-58.
[175]Hoeard. The Theory of Buyer Behavior[J]. New York Wiley,1969,3(1):27-28.
[176]Johns. Universal Approach to Managing for Quality[J]. Quality Progress.1998,12(4):19-23.
[177]Heskett. Customer satisfaction cues to support market segmentation and explain switching behavior[J], Journal of Business Research,1990,11(5):34-37.
[178]Lemon. Measuring the customer relationship management construct and linking it to performance outcomes[J]. Journal of Services Research,1998,3(2):96-97.
[179]Kannan. Some dangerous axioms of relationship marketing [J]. Journal of Strategic Marketing, 2000,6(7):87-96.
[180]蔡翔.产品价格理论研究综述[J].山西财经大学学报,2003,26(5)：109-114.
[181]吴建安.市场营销学[M].北京：高等教育出版社,2001
[182]Lawerence. The Future of Relationship Marketing[J]. Journal of Services Marketing,1988, 16(7):83-92.
[183]朱健强.基于中国文化的企业形象研究[J].商场现代化,1999,7(3)：93-95.
[184]Susan. The Customer Pyramid:Creating and Solving Profitable Customers[J]. California Management,1995,1(43):38-42.
[185]Tokman. Customer relationship management:concept, potentially und method[J]. Journal of Business Research,2007,3(2):12-18.
[186]叶军.流失顾客挽留价值的估算模型研究[J].北京邮电大学,2000,8(3)：46-49.
[187]Stauss. The critical Success factors of customer relationship management technological initiatives[J]. Journal of Purchasing and Materials Management,1999,3(24):53-58.
[188]Lehmann. Paradigm shift in marketing theory and approach:The emerge of relationship marketing[J]. Journal of Strategic Marketing,1998,3(2):71-76.
[189]Stauss. Some dangerous axioms of relationship marketing[J]. Journal of Strategic Marketing, 1999,6(7):87-96.
[190]郭国庆.商务市场中顾客关系的持续管理研究[J].管理世界,2001,6(2)：37-48.
[191]唐嘉庆.互动性对B2C环境下信任及购买行为倾向影响研究[D].上海：复旦大学,2006
[192]倪慧君.高科技企业品牌资产价值测量模型研究[D].济南：山东大学,2009
[193]王高.顾客价值与企业竞争优势—以手机行业为例[J].管理世界,2004,11(5)：97-104.
[194]Dwyer. Relationship Marketing:A Universal Paradigm or Management Fad[J]. The Learning Organization,1997,3(3):18-26.
[195]赵舒靖.基于生命周期理论的顾客价值研究[D].杭州：浙江大学,2010.
[196]Gale. The relationship marketing logic[J]. Asia Australia Marketing Journal,1994,4(3):7-18.
[197]Indrajit. Customer Loyalty:Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science,1998,1(22):99-113.
[198]Reichheld. Ulage Counting Your Customer[J]. Journal of Business Research,2003,2(3): 101-109.
[199]Woodruf. New Approaches to Understanding Customer Value and Satisfaction[M]. China Machine Press,2005.
[200]王露阳,张目,万红波.卷烟零售客户满意度测评体系研究[J].现代经济,2012,11(7)：125-128.
[201]何建龙,段宁东,孙力.高端卷烟消费者行为分析及对卷烟营销的启示[J].烟草科学研究,2009,8(3)：9-14.
[202]梁武超,段宁东,浦倩.云南高端卷烟品牌流失客户赢回管理决策的研究[J].
[203]谢凝,段宁东,王海娟.中国高端卷烟消费特征性的经济学探析[J].云南省烟草：学会2011年学术年会,2011,1：268-275.
[204]段宁东,孙力,苏钟璧.云南重点高端卷烟品牌消费调查研究[J].经济研究参考,2010,68(23)：19-22.
[205]杨志.视野创造市场-中高端卷烟品牌隐性需求分析[J].商海观察,2010,2(4)：29-32.
[206]李民,段爱明.马尔可夫模型的市场预测方法及其应用[J].数学理论与应用,2005,3(25)：121-125.
[207]樊国敬.基于马尔可夫模型的旅游目的地人数预测[J].统计与决策,2010,(21)：98-100.
[208]谭永基.经济管理数学模型案例教程[M].北京：高等教育出版社2007,13(1)：127-131.
[209]谈萍,史占中.基于灰色-马尔可夫模型的上海房价走势实证研究[J].科学技术与工程,2011,3(11)：662-665.
[210]罗茹晏,罗景文.浅谈马尔可夫预测法及其在企业人员规划中的应用[J].科学管理研究,2011,8(2)：102-105.
[211]杨志蓉.团队快速信任、互动行为与团队创造力研究[D].杭州：浙江大学,2006
[212]徐伟青.服务失败的补救管理[J].经济管理,2004,4(23)：19-21.
[213]严浩仁.顾客忠诚的影响因素及其作用管理[D].杭州：浙江大学,2004.
[214]严浩仁.服务业转换成本的形成机理和管理策略[J].商业经济与管理,2003,8(3)：18-21.
[215]Nunnally. Relationship marketing and the consumer[J].Journal of the Academy of Marketing, 1995,49(7):41-50.
[216]徐丽丽.浅谈信度与效度在预算管理中的应用[J].财会通讯,2011,10：125-126.
[217]范晓屏.基于虚拟社区的网络互动对网络购买行为的影响研究[D].杭州：浙江大学,2007.
[218]侯杰泰,温忠麟.中介效应检验程序及其应用[J].心理学报,2004,36(5)：64-67.
② Richins ML. Negative word-of-mouth by dissatisfied consumers[J]. Journal of Marketing 1999,47(12):68-78.
① Frederick Reichheld顾客忠诚度影响[M].北京：经济科学出版社,2003.
① 部分内容参考唐小飞(2007)和徐青伟(2008)。
① 本小节针对信度和效度方法进行了简要说明,具体详见4.5.3
② 转引自：杨志蓉(2006)
③ 转引自：徐伟青(2008)
④ 转引自：严浩仁(2004)
⑤ 具体见4.6.4
① 表中单价为消费卷烟的单价,下同
② Ba为标准化Beta系数；Tb为对应t统计量；***表示P<0.001；**表示P<0.05；*表示P<0.1,下同
[1]Jill Griffin.如何赢回顾客[M].北京：清华大学出版社,2006：1-60.
[2]Bruce Cooil. Atudinal analysis of customer satisfaction and share of wallet[J]. Journal of marketing,2007,71(1):12-19.
[3]Blattberg. Manage marketing by the customer equity test[J].Harvard business review, 1996,12(5):145-156.
[4]Frederick Reichheld顾客忠诚度影响[M].北京：经济科学出版社,2003：10-31.
[5]Tzokas N, Sarcn M. Building relationship platforms in consumer markets:A value chain approach. Journal of Strategic Marketing[J].1997,5(2),105-120.
[6]天宇.如何赢得顾客的心[M].北京：中国致公出版社,2008：144-154.
[7]管政.中国企业CRM实施[M].北京：人民邮电出版社,2003：185-197.
[8]李克.中国企业：如何踏上领先之路红塔集团从“中国经典”到“世界领先”[J].公司战略,2003,14(2)：28-30.
[9]王素娟.红塔集团高举创新大旗只攀最高峰[J].烟草学报,2011,15(7)：35-39.
[10]Grigoroudis. Siskos:Perference disaggrcgation for measuring and analysing customer satisfaction[J]. The MUSA method,2001,12(10):60-62.
[11]Woodruff. Customer value:The next soul's for competitive advantage[J]. Journal of the Academy of Marketing Science,1997,25(2):139-153.
[12]Lowenstein. Customer winback:how to recapture lost customers-and keep them loyal[J]. Journal of marketing,2005,23(3):119-132.
[13]Thomas. Analyzing the role of customer-base differences in developing customer relationship management strategies[J]. The journal of American academy of business,2005,9(7):132-145.
[14]唐小飞.顾客关系赢回策略对顾客行为和企业绩效影响的理论与实证研究[D].成都：西南交通大学,2005.
[15]徐伟青.基于感知转会价值的流失顾客赢回管理研究[D].杭州：浙江大学,2008.
[16]陈薇.销售管理中的顾客赢回[J].企业家天地,2009,2(8)：251-252.
[17]Reichheld. Learning from customer defections[J]. Harvard business review,2001,74(3):56-69.
[18]唐小飞,周庭锐,陈淑青.赢回策略对消费者行为影响的内在机理剖析[J].预测,2007,26(2)：14-19.
[19]Wikstrom S. Value creation by company-comumer interaction[J]. Journal of Marketing Management,1996,3(12),359-374.
[20]Hu, Jha. G Application of data mining techniques for improving customer services [J]. International Journal ofComputer Applications in Technology,2001,14(3),64-77.
[21]布赖恩.什么是顾客关系管理[M].北京：电子工业出版社,2003(4)：29-44.
[22]Vikas Mittal. Attribute Performance and Customer Satisfaction Over time. Evidence from Two Field Studies[J]. Journal of Services Marketing,2001,15(5),43-56.
[23]Ravald A, Gronroos C. The value concept and relationship marketing[J]. European Journal of Marketing,1996,30(2),19-30.
[24]唐小飞,贾建民,周庭锐.中国市场关系投资价值实证研究[J].营销科学学报,2006,2(4)：96-107.
[25]步勇.基于数据挖掘的电子商务环境下的顾客流失分析[D].哈尔滨：哈尔滨工业大学, 2007.
[26]普华永道.Managing Brand Equity:Capitalizing on the value of a brand name[J]. International Management Accounting Study,2001,10(2):23-31.
[27]Gardner. Customer Equity Drivers and Future Sales[J]. Journal of Marketing,1975,8(3): 27-32.
[28]DavidAmold. Customer Equity:an integral part of financial reporting[J]. Business Horizons,1990,3(1):57-63.
[29]Gronstedt. Driving Customer Equity:how customer lifetime value is reshaping corporate stratehy. Journal of Southeast University,1997,23(9):35-38.
[30]Alexander. Measuring and maximizing customer equity:a critical analysis[J]. Journal of Marketing Research,1993,3(7):7-18.
[31]范秀成.顾客资产经营的动因和思路[J].经济管理,2000,7(2)：30-33.
[32]苏勇.顾客资产价值的构成与测量[J].企业管理.2003,5(2)：13-17.
[33]王新新.品牌价值理论研究[D].武汉：武汉大学,2000.
[34]苏晓东.基于消费者态度的品牌资产评估方法构建[J].现代企业,2002,5(3)：18-23.
[35]韩志锋.品牌发展和品牌价值评估研究[D].上海：同济大学,2001.
[36]陈伟航.企业品牌提升的价值与策略[J].中国商贸,2004,15(4)：68-70.
[37]Donkcrs. Predicting customer potential value an application in the insurance industry[J]. Decision Support System,2001,11(32):189-199.
[38]霍亚楼.顾客关系管理[M].北京：对外经济贸易大学出版社,2009.
[39]邳艳春,胡建军,杨文忠.顾客管理一本全[M].南宁：广西人民出版社,2009.
[40]Mendoza. Critical Success factors for a customer relationship[J]. Management Strategy,2006, 4(12),23-25
[41]Ford. The impact of dependence on the assessment of customer lifetime value in buyer-seller Relationships[J]. Journal of marketing management,2006,5(22):89-109.
[42]Walkman, Salmon. Understanding the customer base of service providers:an examination of the differences between switchers and stayers[J]. Journal of marketing,2000,64(7):65-87.
[43]Dwyer. On the profitability of long lifetime customers:an empirical investigation and implications for marketing[J]. Journal of marketing,2000,64(10):17-35.
[44]Wayland. Value the real option of abandoning unprofitable customers when calculating customer lifetime Value[J]. Journal of Marketing,2006,70(7):45-66.
[45]Dawn. Understanding Success and failure in customer relationship management[J]. Industrial Marketing Management,1997,5(9):25-27.
[46]Berger. An Analysis of Vendor Selection Systems and Decisions[J]. Journal of Purchasing, 1998,12(1),5-17
[47]Blattberg. The Supplier selection decision in strategic partnership[J]. Journal of Purchasing and Materials Management,2001,26(4):8-14.
[48]Blattberg. Customer relationship management:a strategic imperative in the world of business[J]. Journal of personal selling and sales management,2000(6):26-39.
[49]陈明亮.顾客忠诚与顾客关系生命周期[J].管理工程学报,2003,17(2)：90-93.
[50]王国庆.面向顾客生命周期的顾客关系管理模型[J].信息与控制,2003,32(2)：160-164.
[51]史雁军.个性化顾客营销的四大核心策略[J].创新科技,2006,10(1)：46-48.
[52]Benton. Vendor selection criteria and methods[J]. European journal of Operational Research, 2001,25(4):9-11.
[53]Ravald. The value concept and relationship marketing[J]. European Journal of Marketing,2003, 8(29),61-62.
[54]Tim Coltman. Why build a customer relationship management capability[J].Journal of Strategic Information Systems,2007,12(2):301-320.
[55]邓长寿.基于企业顾客互动价值的顾客关系研究[D].天津：天津大学,2006.
[56]Kotler. Data Mining and CRM:zeroing in on your best customers[J]. Dm Direct.1999,3 (12): 1-7.
[57]菲利普·科特勒.营销管理[M].北京：中国人民大学出版社,2005.
[58]Peter. Understanding success and failure in customer relationship management[J]. Journal of Strategic Information Systems,2007,12(2):200-205.
[59]Woodruff. Critical Success factors for a customer relationship[J]. Management Strategy,1997, 4(12):23-25.
[60]Woodruff. Eflections on Relationship Marketing in Consumer Markets[J]. Journal of the Academy of Marketing Science,1997,23(4):172-179.
[61]王海洲.顾客资源价值与管理[J].IT经理世界,2004,16(8)：25-29.
[62]Burgess. Understanding success and failure in customer relationship management[J]. Journal of Strategic Information Systems,2007,12(2):200-205.
[63]Michael Haenlein. Value the real option of abandoning unprofitable customers when calculating customer lifetime Value[J]. Journal of Marketing,2006,70(7):45-66.
[64]Konstan. E-commerce recommendation applications[J]. Data Mining and Knowledge Discovery,2001,5(2):115-123.
[65]Helmet. CRM-systems as technology enabler for customer-oriented knowledge management J]. Management of Engineering and Technology,2001,9(5):74-78.
[66]Pearson. Customer switch patterns in competitive and noncompetitive service industries[J]. Journal of service research,2003,3(8):17-28.
[67]Courtheoux. Service management and marketing:strategy on the customer relationship[J]. Electronic industry press,2002,6(2):35-54.
[68]Ravald,Grouros. The importance of focus for generating customer value[J]. Journal of financial services marketing,1996,11(1):64-71.
[69]Hoekstra,Huizingh. Corridors of influence in the dissemination of customer-oriented strategy to customer contact service employees[J]. Journal of marketing,1999,64(4):35-50.
[70]Jain, Singh. Relationship quality in services selling[J]. Journal of marketing,1987,51(4):8-17.
[71]Kotler. The asian apocalypse:Crisis marketing for consumers and businesses[J]. European management journal,2003,18(2):129-142.
[72]陈明亮.顾客生命周期利润变化趋势分析与应用研究[D].杭州：浙江大学,2004.
[73]Choratas. CRM, supply chain management, and smart materials[J]. International Journal of Service Industry Management,2001,3(23):97-99.
[74]申跃.基于满意的顾客抱怨模型研究[D].北京：清华大学,2005.
[75]Romano. Customer relationship management in formation system research[J]. International Journal of Service Industry Management,2000,3(2):34-36.
[76]Burgbard. Customer relationship management. MCO catalyst [J]. Gartner Advisory,2000,2(1): 23-24.
[77]陈太博.基于战略视角的制造柔性及其与顾客满意度的关系研究[D].吉林：吉林大学,2010.
[78]余力,吴丽花.顾客关系管理顾客关系[M].北京：中国人民大学出版社,2009.
[79]Johnson. The evolution and future of national customer satisfaction index models [J]. Journal of Economic Psychology.2003,5(3):35-46.
[80]Johnson. Accelerating customer relationships:using CRM and relationship technologies [J]. International Journal of Man-Machine Studies,2000,27(3):221-234.
[81]Thomas. The art of the win-back[J]. Sales marketing management,2005,57(4):30-34.
[82]Stauss, Friege. Regaining service customer[J]. Journal of service research,2005,1(4):47-61.
[83]Xevelonakis. Developing retention strategies bases on customers profitability in telecommunications:an empirical study[J]. Journal of database marketing science,2003,31(3): 29-40.
[84]Tokman. The WOW factor:creating value through win-back offers to reacquire lost customer[J]. Journal of retailing,2007,83(1):47-64.
[85]Homburg. Recapturing lost customers[J]. Marketing research,2007,4(2):131-145.
[86]Kathleen Cholewka. CRM:The failures are your fault[J]. Sales and Marketing Management, 2002,4(1):23-26.
[87]Helfert, Herrmans. Customer regain management in e-business potential customers and repeat customers[J]. Journal of the academy of marketing science,2004,32(3):234-250.
[88]林明.赢回流失顾客的黄金法则[J].企业管理,2006,4(7)：46-48.
[89]唐小飞,周庭锐,陈淑青.厂商赢回策略对厂商绩效的影响[J].统计与决策,2007,2(5)：156-158.
[90]刘勇.中国电信业流失顾客赢回策略研究[D].武汉：华中科技大学,2007.
[91]陈薇.销售管理中的顾客赢回[J].企业家天地,2009,4(8)：251-252.
[92]Helfert,Herrmann. Customer regain management in e-business:processes and measures [J]. Proceedings of the Confreence,2003,5(3):97-110.
[93]Hoyer. On the number of lost customers in stationary loss systems in the light traffic case [J]. Journal of the academy of marketing science,2001,3(8):25-47.
[94]唐小飞,狄强,郭洪.赢回策略对顾客忠诚行为影响的比较研究[J].科研管理,2009,30(6)：83-90.
[95]Kathleen. Critical Success factors for a customer relationship[J]. Strategic Planning,2001,1(2): 3-4
[96]Reichheld. Customer relationship management [J]. International Journal of Man-Machine Studies,1998,27(3):221-234.
[97]Prahalad,Gary Hamel. Analysis of the relationships among service quality customer satisfaction and customer value[J]. wuhan university of Technology(social Science Edition),1999,5(6): 79-87.
[98]Davison. Dimensions of Brand Personality [J]. Journal of Marketing Research,1997,7(3):47-56.
[99]杨丽平.品牌与工业品竞争力[J].经济导刊,2005,8(6)：21-26.
[100]David A.Aaker.战略市场管理[M].北京：中国人民大学出版社,2005..
[101]Keller.战略品牌管理[M].北京：中国人民大学出版社,2006.
[102]徐鹏.消费者认知的品牌定位模式研究[D].天津：南开大学,2009.
[103]Aaker. The Managerial Challenge of Brand Diversity[J].The Journal of Brand Management, 1993,24(3):30-39.
[104]Huddleston. A customer lifetime value framework for customer selection and resource allocation strategy[J]. Journal of Marketing,1998,68(3):16-19.
[105]Keller. Consumer Evaluation of Brand Extension[J]. Journal of Marketing,1998,13(5):35-50.
[106]Dick, Basu. Dimensions of Brand Personality[J]. Journal of Marketing Research,1999,6(3): 47-56.
[107]Yoo, Donth. Customer Portfolio Management:Toward a Dynamic Theory of Exchange Relationship[J]. Journal of Marketing,2000,3(68):36-47.
[108]袁登华.服务企业的顾客忠诚度研究[J].南开管理评论,2004,14(6)：21-26.
[109]杨晓东.顾客忠诚的理论探讨及实证研究[D].沈阳：东北大学,2006.
[110]Hoyer, Brown. Development of a recommender system based on navigational and behaviora customers in e-commerce sites[J]. Expert System the Applications,1990,3(28):381-393.
[111]Keller. Customer Swiching Patterns in Competitive and Non-competitive Service Industries[J]. Journal of Service Research,1993,6(3):56-71.
[112]Laurent. Customer Knowledge Development:Antecedents and Impact on New Product Performance[J]. Journal of Marketing,1995,7(68):47-59.
[113]柳传志.国内外企业品牌知名度实证研究评述[J].商业研究,2011,6(3)：43-47.
[114]Kahneman. Consumer perception of price, quality and value, A means-end model and synthesis of evidence[J]. Journal of Marketing,2002,5(2):20-22.
[115]苏小东.基于层次分析法的品牌竞争力综合评价研究[J].科技进步与对策,2002(12)：140-142.
[116]马鸿飞,崔文丹.基于顾客忠诚的品牌竞争力评价分析[J].当代财经,2006,13(1)：74-77.
[117]张俊TOPSIS法在市场品牌竞争力中的研究[J].广东职业财经学院学,2007,8(4)：83-88.
[118]Dean. The relationship marketing process:communication, interaction, dialogue, value[J]. Journal of Business & Industrial Marketing,2003,11(2):19-25.
[119]王齐国.灰色系统理论在品牌竞争力评价中的应用[J].中国科技论文在线,2007,9(4)：1-7.
[120]杨元庆.品牌与工业品竞争力[J].经济导刊,2006,14(5)：21-26.
[121]唐小飞,贾建民,周庭锐.关系投资和价格促销的价值比较研究[J].管理世界,2007,64(6)：73-78.
[122]Rathmall. A cognitive model of the antecedents and consequences of satisfaction decisions[J]. Journal of Marketing research,1974,17(4):62-64.
[123]钱红.企业服务营销的综合评价—以合肥市13家上市公司为例[J].商情,1997,27(3)：133-137.
[124]徐伟青.基于感知转会价值的流失顾客赢回管理研究[D].杭州：浙江大学,2008
[125]Dwyer. Service satisfaction:An exploratory invest Migration often models[J]. Advances in consumer research,2005,18(1):23-30.
[126]Zeithaml. Measuring service quality:A reexamination and extension [J]. Journal of Marketing, 2006,56(7):55-68.
[127]Tseng. Agent based on line analytical mining in CRM system [J]. Proceedings of EEE Networking, Sensing and Control,2007,2(3):169-173.
[128]Kerin. Design and Implementation of CRM Component based on Multiage Active Media Technology[J]. Proceedings of the 2005 International Conference,1992,2(5):152-155.
[129]Shostack. Seeking Customers[M]. Harvard Business School Press,1998,3(23):137-151.
[130]Lerner. Exploring the Phenomenon of Customers Desired Value Chang in a Business-to-Business Context[J]. Journal of Marketing,2002,66(12):102-117.
[131]杜威.建立“卷烟品牌服务体验店”可行吗?—行业新形势下烟草工商协同营销新形式探究,http://www. tobaccochina.com/management/market/stratagem/20112/20112138404_448849. shtml
[132]Bochner. Linking Customer Management Effort to Customer Profitability in Business Markets[J]. Journal of Marketing Research,1989,3(7):33-47.
[133]Wilson. Does customer portfolio analysis relate to customer performance An empirical analysis of alternative strategic perspective[J]. Journal of Business & Industrial Marketing,2001,19(1): 49-57.
[134]Helfert. Using Data Mining Methods to Build Customer Profiles [J]. Journal of Purchasing and Materials Management,2003,3(2):74-82.
[135]Andraesen. Customer Relationship Management Electronic Customer Care in the New Economy [J]. The Journal of Consumer Marketing,1987,12(1):5-17.
[136]Smith. Brown Strategic Customer Care [J]. Journal of Marketing,1999,3(24):89-92.
[137]Hoffman. Critical Success factors for a customer relationship[J]. Customers CRM Application, 1995,3(6):15-18.
[138]P.D.Mueller. The CRM Handbook:A Business Guide to Customer[J]. Relationship Management Addison-Wesley,2003,3(26):66-68.
[139]孙力,段宁东.中国卷烟品牌综合经济竞争力评价系统方法解析[J].烟草科技,2009,14(3)：53-58
[140]国家烟草专卖局.卷烟产品的消费者吸味测试[R].
[141]石学敏.30位院士联名抵制烟草技术参评科技奖全文.http://news.ifeng.com/mainland/detail_2012_04/11/13792289_0.shtml.
[142]Sidney, Burleigh. Secrets of Customer Relationship Management:It's All About How Make Them Feel[J]. McgRraw-Hin Education,1995,6(4):63-81.
[143]Kotler. CRM:What is it All about?[J]. Prentice Hall,1994,8(3):87-90.
[144]Wulf. Craig Simmons:The Marketing Customer Interface[J]. Journal of Strategic Marketing, 2001,10(4):56-58.
[145]Lovelock. Exploiting CRM Connecting With Customers Holder Stoughton Limited[J]. Journal of Business Research,2005,6(4):53-61.
[146]陈祝平.服务补救及其评价体系分析[J].南开管理评论,2001,2(1)：43-48.
[147]郭国庆.基于顾客感知价值的服务企业竞争力探析[J].南开管理评论,2004,2(6)：26-32.
[148]John Naisbitt. Customer value in business markets[J]. Industrial Marketing Management,1993, 6(14):56-58.
[149]Wilson. How Integrated your CRM?[J]. Strategy Business Marketing Association,1997,8(62): 94-99.
[150]Berry. Building Relationship Platforms in Consumer Markets:A value China Approach [J]. Journal of Strategic Marketing,1999,6(2):105-108.
[151]Stauss. Why CRM implementations fail and what to do about it [J]. Scribe Software Corporation,2000,6(4):53-56.
[152]Helfert. An Experimental Study of Consumer Effort[J]. Journal of Marketing Research,2004, 2(3):44-49.
[153]徐伟青.基于感知转会价值的流失顾客赢回管理研究[D].杭州：浙江大学,2008.
[154]王勇贵.服务营销：传统营销理论的新发展[J].商业经济与管理,2003,3(11)：56-60.
[155]Bitner. Relation of Consumers'Buying Habits to Marketing Methods [J]. Harvard Business Review,2004,41(2):82-89.
[156]Kotler. Services Management and Marketing:A Customer Relationship Management Approach [J]. Journal of Strategic Marketing,2004,6(9):56-70.
[157]谭小芳.成功服务补救的“五步骤”模型[J].华东经济管理,2009,19(4)：21-24.
[158]王艳艳,吴耀华.基于模糊贴近度理论的卷烟生命周期诊断模型的应用研究[J].物流技术.2009,3(28)：97-99.
[159]Hanssens. Making relationship marketing operational[J]. International Journal of Service,2005, 5(5):5-20.
[160]Gupta. A Trilogy of Marketing Relationships[J]. European Journal of Marketing,2006,35(12),: 182-193.
[161]Moore. Factor for Success in Customer Relationship Management System[J]. Journal of marketing Management,2003,18(3):93-101.
[162]Bateson. Relationship Marketing in the Era of Network Competition[J]. Marketing Management,2006,3(1):19-29.
[163]Chernatony. Toward defining relationship marketing [J]. Second Research Conference on Relationship Marketing,2001,8(2):91-96.
[164]钱慧.以客户终身价值最大化为准则的流失顾客赢回模型研究[J].企业活力,2005,2(9)：24-26.
[165]Zellner. Relationship Marketing:Theory Methods, and Application [J]. Journal of Purchasing and Materials Management,2003,6(14):56-58.
[166]Tseng. Build Customer Relationships That Last[J]. Harvard Business Review,2007,66(7): 94-101.
[167]Kotler. Customer Relationship Management to increase profits[J]. Journal of Marketing Management,2004,3(2):35-37.
[168]朱佳.顾客价值构成视角下服务业有形展示策略探讨[J].商业时代,2012,1(14)：131-133.
[169]李永虎.济宁通讯宽带数据业务营销策略研究[D].济南：山东大学,2004
[170]Jackson. The commitment-trust theory of relationship marketing[J]. Journal of Marketing,1995, 58(3):20-28.
[171]Group. Electronic Commerce Customer Relationship[J]. Journal of Strategic Marketing,2003, 5(4):61-63.
[172]Courtheaux. Management:An Assessment of Research[J]. Journal of Electronic Commerce, 1986,6(2):66-73.
[173]Lehmann. Advances in Relationship Marketing[J]. Journal of Purchasing and Materials Management,2001,6(4):63-81.
[174]Jill Griffin. The critical Success factors of customer relationship management technological initiatives[J]. Journal of Purchasing and Materials Management,2006,3(24):53-58.
[175]Hoeard. The Theory of Buyer Behavior[J]. New York Wiley,1969,3(1):27-28.
[176]Johns. Universal Approach to Managing for Quality[J]. Quality Progress.1998,12(4):19-23.
[177]Heskett. Customer satisfaction cues to support market segmentation and explain switching behavior[J], Journal of Business Research,1990,11(5):34-37.
[178]Lemon. Measuring the customer relationship management construct and linking it to performance outcomes[J]. Journal of Services Research,1998,3(2):96-97.
[179]Kannan. Some dangerous axioms of relationship marketing [J]. Journal of Strategic Marketing, 2000,6(7):87-96.
[180]蔡翔.产品价格理论研究综述[J].山西财经大学学报,2003,26(5)：109-114.
[181]吴建安.市场营销学[M].北京：高等教育出版社,2001
[182]Lawerence. The Future of Relationship Marketing[J]. Journal of Services Marketing,1988, 16(7):83-92.
[183]朱健强.基于中国文化的企业形象研究[J].商场现代化,1999,7(3)：93-95.
[184]Susan. The Customer Pyramid:Creating and Solving Profitable Customers[J]. California Management,1995,1(43):38-42.
[185]Tokman. Customer relationship management:concept, potentially und method[J]. Journal of Business Research,2007,3(2):12-18.
[186]叶军.流失顾客挽留价值的估算模型研究[J].北京邮电大学,2000,8(3)：46-49.
[187]Stauss. The critical Success factors of customer relationship management technological initiatives[J]. Journal of Purchasing and Materials Management,1999,3(24):53-58.
[188]Lehmann. Paradigm shift in marketing theory and approach:The emerge of relationship marketing[J]. Journal of Strategic Marketing,1998,3(2):71-76.
[189]Stauss. Some dangerous axioms of relationship marketing[J]. Journal of Strategic Marketing, 1999,6(7):87-96.
[190]郭国庆.商务市场中顾客关系的持续管理研究[J].管理世界,2001,6(2)：37-48.
[191]唐嘉庆.互动性对B2C环境下信任及购买行为倾向影响研究[D].上海：复旦大学,2006
[192]倪慧君.高科技企业品牌资产价值测量模型研究[D].济南：山东大学,2009
[193]王高.顾客价值与企业竞争优势—以手机行业为例[J].管理世界,2004,11(5)：97-104.
[194]Dwyer. Relationship Marketing:A Universal Paradigm or Management Fad[J]. The Learning Organization,1997,3(3):18-26.
[195]赵舒靖.基于生命周期理论的顾客价值研究[D].杭州：浙江大学,2010.
[196]Gale. The relationship marketing logic[J]. Asia Australia Marketing Journal,1994,4(3):7-18.
[197]Indrajit. Customer Loyalty:Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science,1998,1(22):99-113.
[198]Reichheld. Ulage Counting Your Customer[J]. Journal of Business Research,2003,2(3): 101-109.
[199]Woodruf. New Approaches to Understanding Customer Value and Satisfaction[M]. China Machine Press,2005.
[200]王露阳,张目,万红波.卷烟零售客户满意度测评体系研究[J].现代经济,2012,11(7)：125-128.
[201]何建龙,段宁东,孙力.高端卷烟消费者行为分析及对卷烟营销的启示[J].烟草科学研究,2009,8(3)：9-14.
[202]梁武超,段宁东,浦倩.云南高端卷烟品牌流失客户赢回管理决策的研究[J].
[203]谢凝,段宁东,王海娟.中国高端卷烟消费特征性的经济学探析[J].云南省烟草：学会2011年学术年会,2011,1：268-275.
[204]段宁东,孙力,苏钟璧.云南重点高端卷烟品牌消费调查研究[J].经济研究参考,2010,68(23)：19-22.
[205]杨志.视野创造市场-中高端卷烟品牌隐性需求分析[J].商海观察,2010,2(4)：29-32.
[206]李民,段爱明.马尔可夫模型的市场预测方法及其应用[J].数学理论与应用,2005,3(25)：121-125.
[207]樊国敬.基于马尔可夫模型的旅游目的地人数预测[J].统计与决策,2010,(21)：98-100.
[208]谭永基.经济管理数学模型案例教程[M].北京：高等教育出版社2007,13(1)：127-131.
[209]谈萍,史占中.基于灰色-马尔可夫模型的上海房价走势实证研究[J].科学技术与工程,2011,3(11)：662-665.
[210]罗茹晏,罗景文.浅谈马尔可夫预测法及其在企业人员规划中的应用[J].科学管理研究,2011,8(2)：102-105.
[211]杨志蓉.团队快速信任、互动行为与团队创造力研究[D].杭州：浙江大学,2006
[212]徐伟青.服务失败的补救管理[J].经济管理,2004,4(23)：19-21.
[213]严浩仁.顾客忠诚的影响因素及其作用管理[D].杭州：浙江大学,2004.
[214]严浩仁.服务业转换成本的形成机理和管理策略[J].商业经济与管理,2003,8(3)：18-21.
[215]Nunnally. Relationship marketing and the consumer[J].Journal of the Academy of Marketing, 1995,49(7):41-50.
[216]徐丽丽.浅谈信度与效度在预算管理中的应用[J].财会通讯,2011,10：125-126.
[217]范晓屏.基于虚拟社区的网络互动对网络购买行为的影响研究[D].杭州：浙江大学,2007.
[218]侯杰泰,温忠麟.中介效应检验程序及其应用[J].心理学报,2004,36(5)：64-67.